The partnership will see Amplified’s tool Attention Adjusted Reach Curves (AARC) into Smartly’s media planning platform.

AARC allows media buyers to identify where audience engagement lies, supporting decisions on advertising placement, frequency and budget allocation.

The strategic partnership will introduce predictive attention metrics into day-to-day media planning, adding attention-based metrics into campaign planning. 

Moses Velasco, chief product officer at Smartly, said: “By integrating Amplified’s advanced attention metrics into our platform, we’re giving brands a powerful new lens to plan, optimise and measure performance.

“This partnership reinforces our commitment to helping marketers move beyond surface metrics and drive truly engaging, high-performing campaigns.”

Dr Karen Nelson-Field, founder at Amplified, added: “We’ve proven time and again that advertisers who adopt attention as a key metric gain a competitive edge by proving real engagement, optimising media spend and delivering stronger results.

“This integration with Smartly is another benchmark in proving the value of human-first attention data, enabling brands to optimise for outcomes that matter and make the most of their ad dollars.”